Making Sense of Emotions: ESOMAR Workshop at “Le Printemps des Etudes”
07 Apr 2014|Added Value
Mark Whiting and Sandrine McClure, both directors at Added Value, will lead a half-day ESOMAR workshop at “Le Printemps des Etudes”, the biggest marketing fair in France. The workshop will take place in Paris on April 11th, from 9.30 till 12.30, and will be delivered in French. For the programme overview click here.
This will be the first time that ESOMAR has organized this workshop in France, but it’s a very popular one, having being presented twice last year, at the Summer Academy and at the annual Congress.
The importance of emotions in building strong relationships between brands and consumers is well-documented. But nowadays, it’s not enough simply to tell an impactful story with words alone…
Marketers are increasingly finding that the most powerful emotions are those that are anchored in multiple senses – creating an engaging experience means knowing how to tell a story that uses colours, aromas, sounds and sensations as part of a multifaceted and multi-layered narrative. That’s why we’re seeing such a boom in experiential marketing (from the use of branded spaces and pop-up stores to live events, music concerts and aroma marketing, to name just a few…). Sensorial experiences are essential for brands that want to connect more deeply with consumers.
But is our current market research toolbox fit for purpose when we’re asked to evaluate the impact of emotional marketing? What are the challenges that our industry can help marketers, designers and creatives overcome? And how can we, as researchers, integrate multi-sensorial techniques to measure emotional impact and communicate more effectively?
This workshop will summarise the role of each of the five senses in building emotional connections, through interviews with experts in each field, e.g.:
- the use of colour and form as a communication medium,
- the use of sound to inject tonality into communication,
- the use of smell as a stimulus to memory,
- the importance of texture in signaling brand values,
- and the use of taste, beyond traditional applications, to tell more powerful stories
Our experts will also explain the challenges (and frustrations) they face in isolating and measuring the intrinsic emotional impact of each sense.
The workshop will also, for each sense, show how leading researchers in their fields are using innovative approaches to measure and explore the impact of each sense in building emotional connections.
Marketers, designers and creative
To register for this workshop click here.
Mark Whiting runs an ESOMAR workshop on “Measuring Emotions” and is a frequent conference speaker. He headed the Global Research team at Moët Hennessy (LVMH) before joining Added Value in 2010 as a Director. He is an expert in luxury and brand development.
From 2012, Sandrine joined the brand development and marketing insight consultancy Added Value France as a Director. For the past 18 years she has specialised in global brand positioning and understanding products and experiences that affect the senses. Sandrine speaks regularly at conferences around the world and is involved with ESOMAR. She received the “Best Paper” award in 2002 and chaired the ESOMAR Qualitative Conference Committee in 2011.
Image source: ESOMAR and Le Printemps des Etudesprev next